oop is one of the rare places on the web where food, shopping, and mindfulness collide—where the ever-evolving intent is to make every choice count. We’re all resource strapped, so goop hopes to surface the very best experiences, recipes, products, and advice. Launched in the fall of 2008 out of Gwyneth Paltrow’s kitchen, goop was originally conceived as a weekly e-mail newsletter. Its intent was two-fold: GP wanted a place to organize her unbiased travel recs, health-centric recipes, and shopping discoveries for friends, and she also wanted to get her own questions—about health, fitness, and the psyche—answered. Now, goop has become a place for GP to introduce some of the incredible experts who have mentored her throughout her life to a wider audience, and a place where readers can find suggestions about where to shop, eat, and stay from a trusted friend—not from an anonymous, crowd-sourced recommendation engine.

While Thursday’s Letter from GP remains an email inbox staple, goop has grown significantly since its launch: There’s now a collective of people behind the brand, daily content, and a roster of collaborations with some of our favorite designers, who we’ve partnered with to create wardrobe staples and special finds, turning goop into a fully shoppable, lifestyle brand. Despite its growth, many things have stayed the same: We know who we are; our words and actions are aligned; and we take a curious, unbiased, open-minded, and service-centric approach to the work we do. We test the waters so that you don’t have to. We will never recommend something that we don’t love, and think worthy of your wallets and your time. We value your trust above all things. Ultimately, we hope goop is an indispensable resource for all who love to make, go, get, do, be and see. Meet the goop team.

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Offer ends at 11:59 PM PST on 11/30/15. You must enter the discount code 25OFFLOVEGOOP in Checkout for savings to be applied. Promotion excludes: Valentino, Stella McCartney, 3.1 Phillip Lim, Michael Kors, fruitsuper design, all Beauty, all Jewelry, and all Final Sale items. Promotion also excludes taxes, gift cards, and shipping charges. This offer is valid only at http://shop.goop.com and may not be combined with another offer. No adjustments on previous purchases. Goop Inc. reserves the right to modify or terminate this offer at any time without notice.